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Colour Cosmetics - Lip - China - May 2018

“When it comes to lip colour cosmetics, Chinese consumers, especially young women, are more trend-driven instead of innovation-driven. In the past few years, they have kept speeding up their purchase cycle to follow the evolving trends, which keeps the strong growth going. However, more sophisticated consumers, such as Mintropolitans, have shown a stronger desire for genuine innovations rather than just new colours, signifying the importance of product innovation in the long term.”
– Alice Li, Senior Research Analyst

This Report looks at the following areas:

  • Multiple formats support widespread product usage
  • Colour/shade most important among other product features
  • The non-essential purchase matters most
  • Both prestige and mass brands on the top list
  • Moisturising and long-lasting claims remain relevant
  • Glossy shades may drive consumer experimentation

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of value sales of lip colour cosmetics, China, 2013-23
            • Companies and brands
              • Figure 2: Leading companies in lip colour cosmetics market, by value share, 2016 and 2017
            • The consumer
              • Multiple formats support widespread product usage
                • Figure 3: Lip colour cosmetics used in the last six months, February 2018
              • Colour/shade most important among other product features
                • Figure 4: Top three important factors influencing product choice of lip colour cosmetics, February 2018
              • The non-essential purchase matters most
                • Figure 5: Reasons for buying new lip colour cosmetics in the last six months, February 2018
              • Both prestige and mass brands on the top list
                • Figure 6: Top brands consumers bought in the past year (over 1% mention), February 2018
              • Moisturising and long-lasting claims remain relevant
                • Figure 7: Frustrations when wearing lip make-up, February 2018
              • Glossy shades may drive consumer experimentation
                • Figure 8: Lip colour preference, by usage habit, February 2018
              • What we think
              • Issues and Insights

                • It is a colour/shade-led category
                  • The facts
                    • The implications
                      • Figure 9: Chanel Rouge Coco Gloss Spring-Summer 2018 Collection, global, 2018
                      • Figure 10: VDL + Pantone Color of The Year 2017 Greenery Expert make-up collection, South Korea, 2017
                      • Figure 11: Carslan | Pantone Color Institute customised lipstick collection, China, 2018
                    • Time for more liquid lip colour
                      • The facts
                        • The implications
                          • Figure 12: Examples of liquid lip colour formulated with oils/serum ingredients, Japan, 2017
                          • Figure 13: Examples of liquid lip colour with tattoo/stain claim, South Korea and Hong Kong, 2017
                          • Figure 14: M.A.C Hint of Colour Lip Oil and Versicolour Lip Stain, China, 2018
                        • The young are driven by trend instead of innovation
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Strong growth will continue
                                • Liquid lip colour lifts
                                • Market Size and Forecast

                                  • A soaring market, with strong growth ahead
                                    • Figure 15: Retail value sales of lip colour cosmetics, China, 2014-18
                                    • Figure 16: Best- and worst-case forecast of value sales of lip colour cosmetics, China, 2013-23
                                • Market Factors

                                  • Prestige is becoming mainstream…
                                    • …while low-priced brands are polarising the market
                                      • Make-up trends speed up consumers’ purchase cycle
                                        • Older women may be under-served
                                        • Market Segmentation

                                          • Liquid lip colour is the star performer in 2017
                                            • Figure 17: Segment share of lip colour cosmetics market, China, 2016 and 2017
                                          • Lip liner struggled to pick up
                                          • Key Players – What You Need to Know

                                            • Western players outperform, mainly driven by prestige brands
                                              • Online business increasingly important
                                                • Convenience-related and seasonal among fast-growing claims
                                                • Market Share

                                                  • Western players captured most of the market share
                                                    • Figure 18: Market share of top 10 lip colour cosmetics companies, China, 2016 and 2017
                                                  • L'Oréal
                                                    • Figure 19: New lip colour launches of Yves Saint Laurent, China, 2017-18
                                                    • Figure 20: New lip colour launches of Maybelline New York and L’Oréal Paris, China, 2017-18
                                                    • Figure 21: New lip colour launches of Giorgio Armani and Lancôme, China, 2017
                                                  • LVMH
                                                    • Figure 22: New lip colour launches of Dior, China, 2017-18
                                                    • Figure 23: New lip colour launches of Givenchy, China, 2017-18
                                                    • Figure 24: New lip colour launches of Guerlain, China, 2017-18
                                                  • Estée Lauder
                                                    • Figure 25: New lip colour launches of Estée Lauder, China, 2017
                                                    • Figure 26: New lip colour launches of M.A.C, China, 2017-18
                                                  • Low-priced brands doing well online
                                                    • Figure 27: New lip colour launches of Chioture, the SAEM and Meiking, China, 2017-18
                                                • Competitive Strategies

                                                  • Pop-up maintained its importance but comes with more interactive features
                                                    • Figure 28: Marie Dalgar lipstick vending machine, China, 2017
                                                    • Figure 29: Chanel Coco Game Center, China, 2018
                                                  • Prestige brands shifting focus online
                                                    • Male celebrities to endorse lip make-up
                                                      • Figure 30: Examples of lip colour cosmetics with male brand ambassadors, China, 2017-18
                                                  • Who’s Innovating?

                                                    • Trends in the China market
                                                      • Lip is a focus of new product launches…
                                                        • Figure 31: New product launches in the colour cosmetics category, by sub-category, China, 2016 and 2017
                                                      • …but it saw a decline in genuine new products
                                                        • Figure 32: New product launches in the lip colour cosmetics category, by launch type, China, 2016 and 2017
                                                      • Convenience claims drive launches
                                                        • Figure 33: Fast-growing claims in the lip colour category* in 2017 over 2016, China
                                                        • Figure 34: New lip colour launches with convenience claims, China, 2017
                                                        • Figure 35: New lip colour launches with convenience claims, overseas markets, 2017-18
                                                      • Beauty-enhancing claims cool down
                                                        • Figure 36: Fast-declining claims in the lip colour category* in 2017 over 2016, China
                                                      • Noteworthy innovations outside China
                                                        • Lip liner textures and application features
                                                          • Figure 37: New lip liner launches with innovative textures or application features, Germany, Spain and US, 2017-18
                                                        • Lipsticks/glosses with sophisticated applicators
                                                          • Figure 38: New lip colour launches with innovative applicators, Germany and China, 2018
                                                        • Sensory innovations inspired by food
                                                          • Figure 39: New lip colour launches with sensory innovations inspired by food, Germany, US and Malaysia, 2017-18
                                                        • Naturals are on the rise
                                                          • Figure 40: New lip colour launches with natural credentials, UK, 2017
                                                      • The Consumer – What You Need to Know

                                                        • Lipstick is the most popular format
                                                          • Colour/shade is of greatest importance to young women
                                                            • Almost half of respondents buy to try new colours
                                                              • One in four respondents bought from Dior in the past year
                                                                • Call for moisturising and long-lasting claims
                                                                  • Matte colours slightly more popular than glossy colours
                                                                  • Product Usage

                                                                    • Lipstick over lip gloss
                                                                      • Figure 41: Lip colour cosmetics used in the last six months, February 2018
                                                                      • Figure 42: Flowfushi Lip 38°C Lip Treatment, Japan, 2017
                                                                    • 25-29-year-olds most experimental on formats
                                                                      • Figure 43: Lip colour cosmetics used in the last six months, by age, February 2018
                                                                  • Factors Influencing Product Choice

                                                                    • Brand first, colour after
                                                                      • Figure 44: Top three important factors influencing product choice of lip colour cosmetics, February 2018
                                                                    • Different priorities of young women
                                                                      • Figure 45: The most important factor influencing product choice, by age, February 2018
                                                                    • Colour matters regardless of income
                                                                      • Figure 46: The most important factor influencing product choice, by monthly personal income, February 2018
                                                                    • Colour is more important in tier one cities
                                                                      • Figure 47: The most important factor influencing product choice, by city tier, February 2018
                                                                  • Purchase Drivers

                                                                    • Replacing used-up products is not the primary reason, new colour is
                                                                      • Figure 48: Reasons for buying new lip colour cosmetics in the last six months, February 2018
                                                                    • It’s important to legitimatise non-essential purchases
                                                                      • Young women most likely to respond to recommendations
                                                                        • Figure 49: Reasons for buying new lip colour cosmetics in the last six months, by age, February 2018
                                                                    • Brands Owned

                                                                      • On average women buy more than three lipsticks/glosses a year
                                                                        • Figure 50: Number of lipsticks/lip glosses consumers bought in the past year, February 2018
                                                                      • Who buys more?
                                                                        • Figure 51: Number of lipsticks/lip glosses consumers bought in the past year, by demographics, February 2018
                                                                      • Again, colour is an important purchase driver for heavy users
                                                                        • Figure 52: The most important factor influencing product choice, by number of lipsticks/glosses bought in the past year, February 2018
                                                                      • Over a fifth of consumers have bought Dior or Maybelline in the last year
                                                                          • Figure 53: Top brands consumers bought in the past year (over 1% mention), February 2018
                                                                        • Young women buy more prestige brands
                                                                          • Figure 54: Top 10 brands consumers bought in the past year, by age, February 2018
                                                                      • Category Frustrations

                                                                        • Frustrations reflect a desire for long-lasting and moisturising products
                                                                          • Figure 55: Frustrations when wearing lip make-up, February 2018
                                                                        • Creasing is a serious problem for young women
                                                                          • Figure 56: Frustrations when wearing lip make-up, by age, February 2018
                                                                      • Usage Habits and Preferences

                                                                        • Half of respondents keep trying new colours
                                                                          • Figure 57: Lip make-up habits, by monthly personal income, February 2018
                                                                          • Figure 58: Reasons for buying new lip colour cosmetics in the last six months, by lip make-up habits, February 2018
                                                                        • Matte colours more popular, but experimentalists prefer glossy colours
                                                                          • Figure 59: Lip colour preference, by monthly personal income, February 2018
                                                                          • Figure 60: Lip colour preference, by lip make-up habits, February 2018
                                                                        • Young women more likely to wear lip make-up only and touch it up
                                                                          • Figure 61: Lip make-up habits, by age, February 2018
                                                                        • High earners choose their lip colours depending on occasions
                                                                          • Figure 62: Lip make-up habits, by monthly personal income, February 2018
                                                                        • It’s very common to leave some lipsticks/glosses idle
                                                                          • Figure 63: Lip make-up habits, by age, February 2018
                                                                          • Figure 64: Examples of lip top coats, UK, 2016-17
                                                                        • Only a small group prefer viewing try-on reviews online, but they are worth attention
                                                                          • Figure 65: Lip make-up habits, by age, February 2018
                                                                          • Figure 66: Lip colour cosmetics used in the last six months, by lip make-up habits, February 2018
                                                                          • Figure 67: Reasons for buying new lip colour cosmetics in the last six months, by lip make-up habits, February 2018
                                                                      • Meet the Mintropolitans

                                                                        • Lip gloss and lip and cheek colour have greater potential
                                                                          • Figure 68: Gaps between MinTs and Non-MinTs (as benchmark) in terms of lip colour cosmetics used in the last six months, February 2018
                                                                        • Mintropolitans want genuine innovations, not just new colours
                                                                          • Figure 69: Reasons for buying new lip colour cosmetics in the last six months, by consumer classification, February 2018
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 70: Retail value sales of lip colour cosmetics, China, 2013-23
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

                                                                            Colour Cosmetics - Lip - China - May 2018

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